FEATURED ARTICLE
SOCIAL STATUS THE STATE OF SOCIAL MEDIA MARKETING
For years, companies angled their social media marketing efforts at creating polished, curated, and more optimized content. In many cases, though, that means making it less human and as we know, that isn’t going to fly anymore.
MORE FACES
At a time when AI can generate content in seconds and feeds are flooded with information, the content that stands out tends to have a real person in it. The companies that are doing well, have already realized this, and the companies that aren’t doing this, know they need to. A lot of modern companies have built up their reputation by way of their founder. People love to hear founder origin stories, the wins, the losses, and everything in between. It feels real, and that is how communities get built. The Alix Earle effect, for example, was undeniable for her company, Reale Actives. She has put in the hard work to build a community around her personal brand. She creates raw, genuine, unfiltered content that is easy for her followers to connect to, and ultimately builds trust. That trust in Alix Earle, makes the conversion from follower to customer almost frictionless. I don’t believe that this trend stops with founders, though. I expect we will start seeing more brands showcase the people behind the scenes as well. The intern’s quirky personality could be what makes people keep coming back to your profile, and eventually to buy your products or services.
@REALEACTIVES
LESS UGC
The concept of having more faces and more personalities on display in social media marketing is what also leads me to believe we are at an inflection point with UGC. While the UGC strategy worked well for a period of time, in some industries more than others, I can’t see a world where that continues. So much of the content is interchangeable. AI has advanced so much that many of the generic UGC videos we’ve seen over the years are already being replicated. The only way to differentiate is by pairing that content with the unique personality of a relevant creator or an employee.
13
Made with FlippingBook Online newsletter maker